A leading brand approached Hills Advertising with a clear objective – to secure maximum exposure on Sheikh Zayed Road, Dubai’s most prestigious and high-traffic corridor. The client wanted high visibility in what is often seen as the city’s most desired advertising location.
The team at Hills Advertising believes true campaign effectiveness comes from a balance between visibility, reach, and efficiency. While Sheikh Zayed Road offers an undeniable impact, relying solely on one corridor can limit audience penetration and inflate frequency among the same commuters.
Drawing on Hills Advertising’s deep understanding of out-of-home dynamics, they adopted a consultative approach, engaging the client in a data-led discussion on how to unlock incremental reach by extending visibility to other major highways such as Al Khail Road, Mohammed Bin Zayed Road and Airport Road. Thanks to their planning capabilities and access to Streach, one of the most widely adopted out-of-home measurement tools in the market, they were able to demonstrate the reach efficiency and frequency optimisation that comes from network diversification.
Hills Advertising’s data-driven recommendation illustrated how including additional high-traffic corridors would expose the campaign to new commuter audiences across Dubai’s expanding residential and business hubs – from Jumeirah Village Circle and DAMAC Hills to Dubai Hills and Mirdif – while maintaining a strong presence on Sheikh Zayed Road for prestige and prominence.
Results
After implementing the optimised network strategy, the campaign achieved:
• +13 per cent uplift in unique reach
• -34 per cent reduction in frequency, ensuring reduced overexposure to the same audience
• Broader geographic coverage across the city
• Higher campaign efficiency, translating to better value for the client
This case demonstrates how Hills Advertising’s consultative planning approach is able to transform a client’s brief into a more effective and measurable outcome.
By going beyond the obvious choice of Sheikh Zayed Road, Hills Advertising helped the brand maximise its audience exposure, proving that OOH success lies in owning the journey – not just the road.
